Fearless Thinking

CIBC CELEBRATES CANADA’S PARALYMPIANS

The Situation

CIBC is committed to inclusivity and diversity. And while they had long held these beliefs as a company, they’d never promoted them as part of their brand.

The Breakthrough

CIBC was a long-time sponsor of the Canadian Paralympic Committee. We saw this as more than just a sports sponsorship, and recognized the natural fit between this partnership and CIBC’s core values. Our strategy work revealed that Canadian attitudes towards disabilities were shifting, and this was the ideal moment to join that conversation.

Building on these insights, we created a social campaign that celebrated the strength and determination of Canada’s extraordinary Paralympians as they shattered barriers.

The campaign culminated in an Olympian’s welcome home for the para-athletes at airports across the country. Our Paralympians were celebrated by throngs of cheering fans and young Canadians eager to meet their heroes.

The Payoff

In its first week, our campaign accounted for 40% of all social mentions about CIBC. We garnered tons of earned media, hitting the news in 112 national stories, and driving over 70 million impressions – all without traditional TV support.

The 100% positive sentiment from those who engaged with our campaign was unprecedented — no small feat for a Big Five bank.